The Philippine Nation Brand: Gathering Experiences from Established Nation Brands
SUMMARY REPORTS ON DOCUMENTS
FACUNDO, Ardiane Redj B. | MANUEL, Mary Moira Kaye I. | VARGAS, Adrian Jeremiah C.
Philippine Nation Brand Efforts [CODE: Pink Index Card]
Title
DFA Cultural Diplomacy
Program 2011-15
Cultural Diplomacy Unit
[CDU] Accomplishments in
2015
Department Order 15-11;
Establishing the Cultural
Diplomacy Unit.
Author Findings/Summary
The document mostly talks
about the series of programs
exhibited by the CDU
Department of Foreign [Cultural Diplomacy Unit] of
Affairs the DFA. This has the
programs outlined from 2011-
15 about the activities of the
department.
The document gives
supporting data to the cultural
diplomacy program of the
DFA. Here, it shows evidence
of the significance of their
activities. Some important
points were: the art exhibit in
the 56th Biennale Art Exhibit
in Venice, which garnered
Department of Foreign
attention from international
Affairs
reviews from news sources,
such as Art Radar. Other
points were the appreciation
and purpose of conducting
folk dances and etc. to
different European countries
as an expression of gratitude
for their international aid for
Typhoon Haiyan.
Department of Foreign The document gives the
Affairs mandate to create a cultural
diplomacy unit, which,
among other functions, must
complement country’s
overseas trade and tourism

Stakeholders’ Consultation Department of Foreign
on Cultural Diplomacy
G77 – Malaysia Nation Branding [Code: Green Index Cards]
Title
National Export Council
Malaysia External Trade
Defines Roadmap to
Development Corporation
Sustain
Export Growth
New Global Campaign Will
Promote ‘Malaysia Brand’
Overseas
promotion programs, as well
as promote modern and
contemporary Philippine art
abroad.
This outlines a focused group
discussion on the purpose of
the CDU and suggestions to
improve it. Among others,
important findings were that
there is a problem with the
lack of funds to support these
activities, and there is a need
for the Philippines to expand
its promotion of culture
Affairs
abroad from mere folk
dances, beaches, and the
Makati landscape to that of
featuring art exhibits, films,
and literature. An important
statement is the idea from Mr.
Jardin that their work entails
improving the image of the
Philippines abroad.
Author Findings/Summary
The National Export Council
particularly endorsed a
strategy to increase exports, a
dimension of a nation brand.
Specifically, the NEC
Press Release intensified the promotion to
brand Malaysia via a Public-
Private Partnership with the
1Malaysia Program.
Portcalls Asia Supplemental evidence to the
METDC Press Release. “It is
aimed at optimizing the

RSOG Seminar
National and Public Sector
Branding : Razak School of Government
Strategic Opportunities for Associate Fellow Saïd Business
Branding Malaysia and School University of Oxford, UK
the Public Service
Successful Strategic
Practices in Building
Malaysia’s Country Brand
Malaysia Outlines Six
Strategies to Boost Exports
Consulate General of
Malaysia in Davao City
Newsletter
benefits of strategic
cooperation among ministries
and government agencies, the
private sector, government-
linked
companies (GLCs) and
Malaysian diaspora,”
Issues raised by Dr. Temporal
on Malaysia notes three
important things: Malaysia
Dr. Paul Temporal from has a great brand strength. It
has the advantages of being a
multiracial country. It is the
leading Islamic financial hub.
Key lesson is the nation brand
council should be reactivated.
Branding strategy of
Malaysia based on:
encouraging formation of
culture dedicated to quality
and innovation, coordinated
efforts of member-states and
Irina Ruxandra Popescu stakeholders. It presents the
Razvan Andrei-Corbos various programs Malaysia
crafted to support the brand.
From this, Malaysia ended up
high on the Anholt indicators.
Highly developed tourism for
Malaysia spiraled out to help
other indicators.
Supplemental evidence to
METDC. As with the other
Star Online News articles, the third strategy of
the NEC is to promote further
its brand.
Consulate General of Shows progress in the
Malaysia [Ministry of 1Malaysia Program. This
Foreign Affairs] outlines the pursuit of better
relations with the Philippines
via public diplomacy.
Important to note here is the

Embassy of Malaysia in Embassy of Malaysia,
Manila E-Newsletter
Malawakil Beijing
Ministry of Foreign Affairs
Newsletter
Embassy of Malaysia in
Embassy of Malaysia, Berlin
Berlin E-Newsletter
Los Angeles Newsletter, Raja S. Ridzuwan, Consul
emphasis on Brand Malaysia.
This was introduced via the
Philippine Halal Tourism
Expo 2K16, which aimed to
gather industry stakeholders
to tap into for Halal Tourism.
This is yet another
presentation of public
diplomacy with Malaysia
featuring lectures at
Philippines
prominent universities in the
Philippines, such as the
University of Santo Tomas.
This e-newsletter highlights
gastrodiplomacy, public
diplomacy, and nation
branding through
participation in the ASEAN
Students’ Games 2016,
garnering them 5 gold
medals.
This e-newsletter highlights
the Hannover Export Fair and
the ASEAN Investment
Forum. The Amabassador of
Malaysia, Zulkifli Adnan was
featured in the session,
ASEAN 2025: Forging
Ahead Together and its
Application towards Making
the ASEAN Economic
Community a Global
Investment Destination. Like
the other e-newsletters, this
featured public diplomacy
and gastro-diplomacy.
Important to highlight is the
focus on investments and
business in Malaysia in their
forums.
Included in their core

Embassy of Malaysia General of Malaysia
Strategic Plan 2009-2015 Ministry of Foreign Affairs,
Malaysia
business is the promotion of
investment in Malaysia,
promoting the “Malaysia
Truly Asia” tourism program,
and trade section for
Malaysian-made products.
Again, the highlight of this
newsletter is the public
diplomacy thrust.
Preamble states that they are
dedicated to the promotion of
Malaysia’s trade economic,
trade, investment, cultural
interests – part of the nation
brand dimensions. Important
to note in their strategic plan
is the employment of public
diplomacy in order to
promote understanding and
cooperation. Also, the
country’s image as a
successful developing
country is noted by countries
in the East and West. This has
situated Malaysia as a unique
model for policy studies. In
the Ministry of Foreign
Affairs is a department
named Department of
Information and Public
Diplomacy, a branch that
deals with giving an accurate
picture of Malaysia.
“Malaysian Missions
overseas are also acting as
the main communication
channel for Agencies in
Malaysia to promote
Malaysia in various spheres
including trade
and investment, cultural

2009 Global Brand Plan –
Tourism Malaysia Brand
FusionBrand and Ministry of
Optimization Program
Final Report [Executive
Summary]
ASEAN Tourism ASEAN National Tourism
Investment Guide
Ministry of Tourism,
MyFest 2015
Some Key Public Sector Office of the Prime Minister,
Economic Policies for the
Foreseeable Future
exchanges, tourism as well as
promoting education
opportunities in
Malaysia.” Please check the
full version out for specific
information.
Highlighted in this executive
summary is that tourism in
Malaysia addresses emerging
trends in the world in order
not to be overwhelmed by the
but instead use them to its
Tourism, Malaysia
advantage. Notable principles
outlined are strengthening
digital branding, enhancing
public relations and private
sector involvement.
According to this report,
Malaysia promotes foreign
direct investments and
domestic investments. “The
liberal policies,
investment facilitation
Organizations measures and dynamic
promotional efforts have
been
successful in attracting a
large number of investment
projects into the economy.”
This basically highlights the
tourism sector of Malaysia,
supporting further the
Malaysia Truly Asia
program. It has also
Malaysia
integrated a public-private
partnership to develop the
socioeconomic setting of the
country.
The government sees the
Malaysia private sector as the engine
for economic growth. Despite
 problems surrounding the
private sector – namely, not
being able to respond to the
challenge – it has now made
progress in the past three
years. Maintaining free trade
and growth of exports is
highlighted as important.
Highlighted yet again is the
necessity for Malaysia to be
integrated.
Prime Minister Najib Datuk
Invest Malaysia 2010
Razak
Prime Minister Najib Datuk
Invest Malaysia 2011
Razak
Prime Minister Najib Datuk
Invest Malaysia 2012
Razak
Prime Minister Najib Datuk
Invest Malaysia 2014
Razak
Prime Minister Najib Datuk
Invest Malaysia 2015
Razak
Prime Minister Najib Datuk
Invest Malaysia 2016
Razak